Case: Genbrain - a brain activity stimulator, 75% ROI, GEO - USA, Canada, EU, UK
Offer: Genbrain
Traffic source: Facebook (targeted ads)
GEO: USA, Canada, EU, UK
Traffic drive period: 15.07.2020 — 22.07.2020
Spent: $17,565
Earned: $30,870
Profit: $13,305
ROI: 75%
Affiliate Program: CRYP.IM
In July, our arbitrage team began to experience great difficulties with the traffic flow to the main direction - diets and it was decided to try new offers, which in principle we hadn't worked with before. We immediately turned to the manager of one of the best affiliate programs - CRYP.IM and got a list of fresh offers for the straight sales model. In principle, we've been working only on it for the last six months.
The choice turned on Genbrain - a brain activity stimulator. The history of this product isn't new, there are a lot of creatives and cases. First of all, we went to pick up old cases and we were grabbed by a video with a cut from the "Limitless" movie. The most difficult moment from the case was to find all the origins for creatives (it took 2 hours). Then everything was developed: we ordered a professional voice-over, a little post-production, and our gun was ready for a big shot.
Assuming that the offer and creatives are relatively legal, we decided to try to issue a Facebook fan page. Thus, we got the following page:
Then we added a little bit of visibility that the company actually exists:
And after that, we went directly to the traffic drive. Materials used: Facebook accounts on our own farming, verified Facebook business manager - 1 piece, 2 advertising accounts were used. Advertising pattern: 1 - 3 - 1. As follows: 1 ad campaign - 3 ad sets in it - 1 ad in each ad set. Thus, at the campaign start, it was possible to assess the chance of hooking.
Regarding the slogans, we decided not to strain too much and not to shove there any unrealistic promises that after taking the pill, you'll become the winner of the "Who Wants to Be a Millionaire" TV show. The slogan was as neutral as possible for the audience: "Boost your brain".
The starting advertising budget for offers with the straight sales model is always $300-400. Then we set up automated rules to disable advertising campaigns that are more expensive than $120 (an acceptable amount for us for 2 leads). But at the start, the automated rules didn't even come in handy, everything hooked up very well. We duplicated ad sets a couple of times and then started scaling them.
In practice, we realized that if the lead didn't come during the first advertising costs of $50-70, you can safely turn off the ad set, because you don't expect any good from it, with a wave of a magic wand it will not be optimized by itself - it's purely our personal opinion. The strategy: watch what's happening and wait for the lead is failed.
When we saw that everything was going well on all the ad sets, we started experimenting. We converted the richest ad sets to a manual bid and a daily budget of $500.000. We've tried all types of bids and in our experience, the best worked - the ultimate bid and the ultimate price. The ultimate bid was set in the range of $150-200, the ultimate price of $90-120. As a result, we didn't feel any difference.
Then we started connecting not the only USA but also EU + CA + USA. Campaigns on such a GEO-list were also pleased with the results, and ad impressions on them were much faster and the profit had only to have time to put in our pockets. One important note about the USA - you must carefully analyze what hours you have conversions. We'll not disclose everything until the end, but in practice, it turned out that there are daily time intervals that only manage to burn your advertising budget, but don't bring leads at all.
We also tested variations of the interest settings. In the screenshot, you can see that two ad sets with interests also showed consistently good results. We won't say that this is a call to action, but it was probably just luck again. But we encourage you to test all possible hypotheses on such offers that allow you to use a large budget within a single ad set.
By the way, after advertising costs at the level of $2000-3000, we concluded that it's time to make a list of stop words on the page because everyone wrote that we advertise ecstasy and cocaine. By the way, there was very little negative. We even left many comments.
By the way, when the first account was banned, we didn't create a new post, but when creating an ad, we chose an existing one, and as a result, we got the following picture:
Why was the page designed for? As a result, 17 leads came from it. The only thing is that we forgot to separate traffic by button and by links in posts. Therefore, it's difficult to say exactly where the conversion rate was better, but in any case, $1700 never goes amiss.
In total based on the results of our case:
Spent: $17,565
Earned: $30,870
Profit: $13,305
ROI: 75%
Total earned $13,305 for a week of work on traffic drive to Genbrain.
What mistakes were made and where did Facebook eat our ROI?
Greed overshadowed our minds, we wanted money immediately and quickly and a lot, hence a huge number of ad sets, huge budgets, and budget leaks. At some points, the automated rules didn't work and the ad sets were with leads of $300-400.
Also, it should be added that the main traffic drive was to pre-landing page and then to the offer page itself. We also used a split test driving traffic directly to the offer page. The split test showed that there's practically no result without the pre-landing page.